• 3 Ways to Plan an Unforgettable Media Event

    By Katrina Khoe on January 31 , 2017

    For retailer clients, events are great opportunities to showcase the latest from the brands to media and key influencers. Given the multitudes of product launches and press days organized by other brands, branding practitioners are now facing the challenge of conceptualizing events that stand out and make a lasting impression.

    Recently, our consumer retail team organized a first-of-its-kind experiential event for one of our clients, Watsons Singapore. We launched some of Watsons’ newest offerings by getting our guests to experience an escape-room game where they had to solve clues pertaining to the products to unlock the room. The event garnered a lot of positive feedback, and generated notable coverage across social media platforms.

    Through our experience, here are some top tips on how to deliver a successful experiential event:

    1. Focus on your objectives

    When brainstorming for event ideas, it is important to hone in on the target audience of the event, and what objectives the event is supposed to achieve. Question what the guests of the event are supposed to walk away with, and use that as a central theme to base the event around.

    2. Plan in advance

    While this may not sound like much of a revelation, the importance of this cannot be stressed more especially when planning for larger, logistically heavier events. Generally, planning an event can be broadly categorized into three aspects: content, logistics and marketing. The most important and challenging tasks should be tackled first, and this includes booking of venues, food and other big equipment required.

    Timelines are very useful when it comes to making sure that the team is on track. Focus on the big-ticket items when they are in place, the smaller details can be better managed.

    3. Don’t be afraid to try something new

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    Image: crew.co

    Push the boundaries of what has been done and bring in fresh ideas. What has not been done before, and will still achieve the event’s objectives? Ideas are everywhere, look for inspirations beyond the client’s industry, or hold brainstorming sessions with members of different teams to get a new perspective. It is only by moving to uncharted territory can we differentiate ourselves from the clutter and create unique events that creates a long-lasting impression.

    Banner image: defiantmediagroup.com

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